Interested in starting your own entrepreneurial journey in personal care but unsure what to expect? Then read up on our interview with Alicia Phillips, CEO of Educated Beards, located in Fredericton, NB, Canada.

What's your business, and who are your customers?

Educated Beards is a leader in the industry of conscious men's grooming. A brand that sets the standard for effective, organic, and premium products. They promote awareness of the importance of using clean, safe, and quality ingredients and living an educated lifestyle. We currently have four scent collections that include beard oil, balm, and wash. We have mustache wax, pomade, candles, and massage oil. We will be launching a full shave line in the spring of 2023. On top of all of that, we are a family, veteran, and holistic nutritionist-owned company.

Tell us about yourself

I was born and raised in New Brunswick, Canada, and have always had a passion for health and wellness. My interests brought me to study holistic nutrition, wellness, and yoga. I consider myself a serial entrepreneur and am currently the CEO and Co-Founder of Educated Beards Inc., an all-natural and organic men's grooming product company located in Atlantic Canada. I have taken my passion for wellness and curated a line of organic men's grooming products that are effective, conscious, and safe for humans of all ages, pets, and the environment.

After leaving my full-time job with the Government of New Brunswick, to pursue the rapidly expanding Educated Beards brand, I have never looked back. "Taking those first steps outside your comfort zone is the hardest, but there has not been one moment where I look back or regret taking that leap." Having not held a role similar to this in the past, education has been crucial in my success. Completing several business programs, including the Summer Institute, Management Accelerator with Planet Hatch, Sales accelerators with Atlantic Growth Solutions, and currently enrolled in the Wallace McCain Executive Leaders program has given me the confidence and ability to manage my team of 8 and to continue to position Educated Beards as an internationally recognized brand that is leading the way in conscious men's products.

We started Educated Beards because there was a gap in the market for effective, safe, and premium products. I want to make a difference through education and by offering safe products.

What's your biggest accomplishment as a business owner?

Great question; I'd like to mention two because both are equally important in my eyes.

  1. We are able to guide and educate people on safe, clean products and offer products that are more effective than the mass-market brands and that are truly safe for the people using the products, their pets, small children, and the planet.
  2. We are able to offer a safe and fun place to work, our team is small, and we are very much a family. We have shared for all our team members, so they aren't just employees; they are owners as well.

What's one of the hardest things that come with being a business owner?

Time management is by far the hardest thing. I've heard this concept of Work-life balance but have yet to fully understand it. I try to adopt a "one life" approach to running a business and embrace the busy and the downtime.

What are the top tips you'd give to anyone looking to start, run and grow a business today?

  1. Be ready to work hard.
  2. Surround yourself with the right people, people that have or are entrepreneurs. Your family and friends are your cheerleaders, but your peers can help you grow.
  3. Have fun!!! Make sure you are starting a business that you love, it will be your entire life, and the long hours are made easier if you are doing something you love.

Is there anything else you'd like to share?

No matter what you do, try to be as eco-friendly as possible. Our planet needs us now more than ever, and it's a lot easier to start your business with this core value than implement and change it after.

Where can people find you and your business?


If you like what you've read here and have your own story as a solopreneur that you'd like to share, then email; we'd love to feature your journey on these pages.

Feel inspired to start, run or grow your own subscription business? Check out and learn how you can turn "one day" into day one.